What can be measured, can be improved.
In the digital world we can detect friction in the buying process by analyzing the buyer's journey. Establishing metrics (KPIs) at each point of interaction between customer and brand will show us where we are losing customers and thus act, correct and improve the performance of our online store.
Growth Hacking analysis tools are extremely expensive (Amplitude or Mixpanel, etc.) or unfriendly (G. Analytics) for a management team to make agile, efficient decisions based on objective data.